축제참가객의 지역특산물 구매의향에 대한 근접효과 검증

초록

The purpose of this study is to identify that the willingness to purchase the local agricultural products stated by tourists in the Sancheoneo festival of Hwacheon might be changed by the distance of tourists’ residing location from the target destination. Proximity effects were clearly proven to exist by estimation and test results, which shows that the nearer location from Hwachun becomes, the higher their truncated average WTPs for Hwachun agricultural products turn out to be. It means, therefore, various efforts for on-site sale as well as off-site sale should be accompanied in order to increase the sales of Hwachun agricultural produces.

키워드